Marketing of Services.Jj
DATA COLLECTION
This research is conducted in University of Dar Es Salaam at Cafeteria 1. The University has 5 cafeterias which are commonly used by University students. Most of students use cafeteria as the only place to get meal at the campus. Most of Cafeterias have the capacity of accommodating 100 students for the same time. Purposive probability sampling method was employed to identify the sample respondents. In this study both primary and secondary sources of data were used to collect the needed information from the sources. The primary data were collected through administrating questionnaire from selected customers of Cafeteria 1. In order to get the answer for questions, 60 questionnaires were distributed to 60customers of University of Dar Es Salaam particularly undergraduate. From the 60 questionnaires, 60 responses were received.
The screening process resulted in non excluding responses from the study because of missing data items. The 60 respondents’ represent an effective response rate of 100% of the total sample. The questionnaire has two sections consisting of 16 questions. The first part of the questionnaire consists of issues related to the personal information of the respondent. It included the age, gender, educational background and frequency of use of the respondents.
The second part was concerned with the questions used to assess service quality of the Cafeteria 1. The research instrument designed is based on the five dimensions of service quality and the 16 service items of the SERVPERF model. The developed questionnaire includes two items correspond to the tangibles dimension; three items correspond to the reliability dimension, four items correspond to the assurance dimensions, four items to the responsiveness and four items to empathy. Respondents were asked to indicate their degree of agreement with each of the items on five point likert scale. In this study, customer’s satisfaction on service offered by the Cafeteria 1. It was
This research is conducted in University of Dar Es Salaam at Cafeteria 1. The University has 5 cafeterias which are commonly used by University students. Most of students use cafeteria as the only place to get meal at the campus. Most of Cafeterias have the capacity of accommodating 100 students for the same time. Purposive probability sampling method was employed to identify the sample respondents. In this study both primary and secondary sources of data were used to collect the needed information from the sources. The primary data were collected through administrating questionnaire from selected customers of Cafeteria 1. In order to get the answer for questions, 60 questionnaires were distributed to 60customers of University of Dar Es Salaam particularly undergraduate. From the 60 questionnaires, 60 responses were received.
The screening process resulted in non excluding responses from the study because of missing data items. The 60 respondents’ represent an effective response rate of 100% of the total sample. The questionnaire has two sections consisting of 16 questions. The first part of the questionnaire consists of issues related to the personal information of the respondent. It included the age, gender, educational background and frequency of use of the respondents.
The second part was concerned with the questions used to assess service quality of the Cafeteria 1. The research instrument designed is based on the five dimensions of service quality and the 16 service items of the SERVPERF model. The developed questionnaire includes two items correspond to the tangibles dimension; three items correspond to the reliability dimension, four items correspond to the assurance dimensions, four items to the responsiveness and four items to empathy. Respondents were asked to indicate their degree of agreement with each of the items on five point likert scale. In this study, customer’s satisfaction on service offered by the Cafeteria 1. It was